WHY ADVERTISERS NEED TO UNDERSTAND ‘CHANNEL RISK’

25. 11. 2024 | 2 min read When seeking to identify the optimal media mix for a campaign, advertisers need to be aware not just of the typical ROI of each channel, but also the likelihood that it will deliver to that level – that’s the risk element. What is channel risk? The Profit Ability 2 report from Thinkbox explains that every media channel has a different level of variation around its average ROI, which will depend on factors such as the range of formats available and the ability to get creative right. Channels like Linear TV and Print, for example, have low variation and so represent a lower risk investment. Channels such as Paid Social and Cinema, on the other hand, have higher variation and can therefore be regarded as a higher risk investment. While less predictable channels can yield a higher ROI than more predictable ones when they work well, they can also deliver a well-below-average return if they don’t. What it means Advertisers facing these trade-offs can run multiple optimal media mix scenarios, the report suggests: Thinkbox’s own Media Mix Navigator allows the choice of different levels of risk when assessing potential ROI.

CATCHING ON FAST: WHY EUROPE IS EMBRACING FREE ADVERTISING-SUPPORTED STREAMING TV

24. 11. 2024 | 13 min read As the TV industry comes together in Cannes for MIPCOM, the growth of FAST is not restricted to the U.S. anymore: "Our mission is to entertain the planet!"

MULTIPLATFORM TV IS A KEY FACTOR IN BRAND COMMUNICATION, ACCORDING TO EGTA RESEARCH

24. 11. 2024 | 5 min read Last year's egta 2024 CEOs’ & Top Execs’ Survey provided answers to questions about new opportunities, current challenges and revenue estimates in TV advertising sales.

STUDY USA: POSITIVE PORTRAYALS OF MEN IN ADS BOOST BRAND EQUITY AND SALES

23. 11. 2024 | 3 min read Campaigns with positive portrayals of men perform better in building long-term brand equity (37 percentile points higher) and in short-term sales likelihood (21 percentile points higher) than those with negative portrayals, according to data from Kantar.

“DROP THE WORDS LINEAR AND DIGITAL; LET’S JUST TALK TV” SAYS NICK MANNING

20. 11. 2024 | 1 min read The distinction between linear and digital TV is becoming increasingly nonsensical from a broadcaster perspective, argues Nick Manning, Founder of Encyclomedia International. Although different TV platforms have different functions, Manning suggests “the trick is to treat it as a single entity.”

STUDY: SPORT IS THE BIGGEST DRAW TO VOD SERVICES

19. 11. 2024 | 2 min read Streaming services are growing mainly due to sporting event offerings, a Kantar study shows.

WINNERS OF HBBTV AWARDS 2024 ANNOUNCED

15. 11. 2024 | 4 min read The HbbTV Association, a global initiative dedicated to providing open standards for advanced interactive TV services through broadcast and broadband networks to connected TV sets and set-top boxes, has unveiled the winners of the HbbTV Awards 2024, showcasing and celebrating excellence in the HbbTV community. The winners of the HbbTV Awards 2024: Best Use of HbbTV for Advertising-Based Solutions

ATTENTION DRIVES INCREMENTAL PROFIT

4. 11. 2024 | 2 min read There is a linear relationship between the amount of attention an advertising channel receives and the incremental profit it delivers, according to a new study from Ebiquity and Lumen Research.

MUSTARD AND MCCANN NOMINATED FOR THE EUROPEAN FINALS

4. 11. 2024 | 1 min read Two Czech campaigns from agencies McCann and Mustard have reached the final of the European Effie competition.

STUDY GERMANY: LINEAR TV STILL POPULAR WITH VIEWERS

3. 11. 2024 | 3 min read Linear TV is clearly - despite strong competition from streaming platforms - more resilient than expected. According to the survey, its use has declined only slightly over the last three years. By contrast, the streaming market appears to be saturated.

HBBTV – WHAT IS IT AND WHY SHOULD YOU CARE?

1. 11. 2024 | 5 min read In the TV business, we’ve become accustomed to a lot of acronyms and jargon. Just within the last few years we have been introduced to OTT, SVOD, AVOD, PVOD, FAST and various other iterations of what amounts to internet-delivered content that is either free to consumers or via subscription or one-off transaction. But one less-buzzy term I think you would be well advised to get acquainted with is HbbTV, or Hybrid Broadcast Broadband TV.

MSL AND LEO BURNETT ARE IN THE FINAL EUROPEAN EXCELLENCE AWARDS

1. 11. 2024 | 2 min read A total of five shortlists at the European Excellence Awards have been awarded to campaigns by agencies MSL and Leo Burnett.

PETER FIELD ON HOW TV CAN OUTPERFORM DIGITAL

30. 10. 2024 | 2 min read TV generates 13.8 seconds of attention for a 30-second ad.

MAKING A MARKETER 2: MARKETING HAS A MARKETING PROBLEM

29. 10. 2024 | 3 min read The Marketing Festival team has released Making a Marketer 2, a documentary featuring luminaries from the current marketing scene.

WARC WARNS: BY FOCUSING ON SHORT-TERM ROI YOU ARE MISSING OUT ON HALF OF MEDIA REVENUES

29. 10. 2024 | 4 min read Research from WARC and Google highlights the importance of investing in solutions such as MMM or attribution, as well as AI, for sustainable growth across the marketing funnel.</strong

MARKETING ARCHITECTS: THE TRUTH ABOUT MARKETING EFFECTIVENESS WITH PETER FIELD

28. 10. 2024 | 1 min read Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.

WHY TV ADVERTISING STILL RULES BRAND-BUILDING

24. 10. 2024 | 7 min read Quick—name the biggest brands you know. Coca-Cola. Apple. Amazon. Besides being massively famous, what else do these brands have in common?

HOW TV’S HALO EFFECT BOOSTS PERFORMANCE ACROSS YOUR MARKETING MIX

23. 10. 2024 | 5 min read Your apparel company just launched its first TV campaign, and new customers driven by TV surge. That’s to be expected. TV’s a powerful response channel. But something far less expected also happens. Paid search campaigns grow more effective. Social media engagement rises. Even in-store visits increase.